ANALISIS PENGARUH PROMOSI, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS E-COMMERCE ZALORA DI JAKARTA

• Main Author: Reni Ernawati, (Author)
• Format: Book
• Published: 2021-07-13.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

This research is using quantitative study that aims to determine the effect of promotion, price, and brand image on purchasing decisions on the Zalora e-commerce site in Jakarta. The population in this study are Zalora users in Jakarta with a sample of 75 respondents using the non-probability sampling method with purposive sampling technique. Hypothesis testing in this study uses Partial Least Square (PLS) analysis tool and a significance level of 5%. The results of this study are (1) the promotion variable has a significant effect on purchasing decisions with a contribution value of 0.259 and a significant value of 0.024, (2) the price variable has no significant effect on purchasing decisions with a contribution value of -0.009 and a significant value of 0.912, (3) variable brand image has a significant effect on purchasing decisions with a contribution value of 0.689 and a significant value of 0.000. So purchasing decisions are influenced by the variables of promotion, price, and brand image by 78.6%.

Item Description

http://repository.upnvj.ac.id/13400/21/ABSTRAK.pdf
http://repository.upnvj.ac.id/13400/32/AWAL.pdf
http://repository.upnvj.ac.id/13400/23/BAB%201.pdf
http://repository.upnvj.ac.id/13400/25/BAB%202.pdf
http://repository.upnvj.ac.id/13400/24/BAB%203.pdf
http://repository.upnvj.ac.id/13400/26/BAB%204.pdf
http://repository.upnvj.ac.id/13400/27/BAB%205.pdf
http://repository.upnvj.ac.id/13400/28/DAFTAR%20PUSTAKA.pdf
http://repository.upnvj.ac.id/13400/29/RIWAYAT%20HIDUP.pdf
http://repository.upnvj.ac.id/13400/31/LAMPIRAN.pdf
http://repository.upnvj.ac.id/13400/30/ARTIKEL%20KI.pdf